Chapter 9—Product Concepts

Heinz is a leading global food manufacturer. It manufactures and markets Farleys (baby food), Linda MacCartney Foods (vegetarian meals), and Weight Watcher’s Foods (diet/slimming meals and supplements). The use of these brand names instead of the Heinz name is an example of a(n) _____ branding strategy. a. individual b. synergistic c. umbrella d. family e. piggyback ANS: A. An individual ... ................
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